If you haven’t seen the Raffealla Fernando Celebrity Calendar 2021 you need to check it out now! The calendar launch was one of the most anticipated events this February and Raffealla did not disappoint. Showing up with her signature style, tons of personality and vibrant colours, her team of 38 worked hard to make the calendar a memorable one. RFCC 2021 was well received by both critics and the public, just another testament to Rafealla’s incredible talent, passion and hard work.

Raffealla is one of Sri Lanka’s most successful fashion photographers and designers with multiple international awards and achievements to prove it including “Best Fashion Photographer of the year’ at the IAA 2017 London, the first Asian to be awarded the title and being ranked the 8th best photographer in the world at the BEFTA awards UK. Despite her many successes Raffealla remains humble and determined to continue producing work that will make her country proud.

Chokolaate Magazine had the opportunity to interview Raffealla and find out a little bit about the creative process surrounding RFCC 2021, working through Covid 19, the inspiration behind her unique style and more.

RFCC 2021 was a much anticipated event and I believe very well received by the public. Tell me a little bit about the concepts for this year and the selection process. Do you have a favourite?

RFCC 2021 was definitely our best event so far. We made a lot of changes this year at the event and in the calendar. In terms of concepts we wanted it to be very glamorous so we focused on that aspect in every photoshoot. We had a massive team of 38 this time composed of various designers, make up artists and videographers. When talking about the selection process or casting, we first created the concepts and then selected the cast. It’s not like working with models, working with celebrities means you have to make sure you’re not harming their image or name in any way. Usually celebrities don’t do many photoshoots with concepts like this, so selecting the cast to match the concepts is very important.

Moving on to my favourite. I really can’t choose. Each one is different and I loved all of them.

What kind of impact did Covid-19 have on your plans? How did you work through it?

Well it hasn’t been easy for anyone. I had a lot of projects in mind and was planning to fly because there were some international projects planned as well but I had to cancel or postpone them to this year. The very first lockdown wasn’t very productive because we weren’t prepared for it. It was supposed to be a busy couple of months and I was fully booked so having all that cancelled was a difficult experience. I was better prepared for the second lockdown. But this is going to be the new norm and we’re in the digital era so turning to online platforms is the smartest and most effective way forward I believe.

So I started off with a virtual exhibition for some of my work which went off really well. I did several webinars in cooperation with a couple of universities and other companies. Apart from that I began virtual photoshoots for magazines and campaign shoots. It’s a new trend that can be seen all around the world and is a very good solution. I’ll definitely do it again if there ever is a similar situation.

I also began to explore food photography. I started off by making food at home and photographing it which was relatively simple. I wanted to work on technique and gradually moved on to food styling and even creating a food portfolio!

I’m not tech savvy so this whole lockdown experience has challenged and forced me to overcome that problem. On the whole, Covid pushed us to explore other avenues and get creative in order to continue doing our work well.

You work with many different public personalities. What’s your secret to making connections and staying connected?

I’ve never had to try too hard. Luckily I’ve been able to work with interesting personalities from the very beginning. I’m also a very friendly person so it isn’t difficult to build a friendship. It generally works out very naturally. Generally once they’ve worked with me they’re very open to it again and that’s how I’ve been able to stay connected. By now I’ve shot about 150 celebrities and very few photographers I believe have worked with that many celebrities in Sri Lanka. So I really feel blessed. When you do the job right where it’s a win-win for both parties involved, people enjoy working with you. So that’s how it is. They love working with me and I love working with them.I always try to maintain it that way. We don’t talk all the time or anything but they trust me and I trust them and that’s a basic to having a healthy relationship.

Your unique style in fashion and photography was once subject to criticism but now it’s a reason for your success. Tell me a little about your style and what inspired it.

I have a very dark, storytelling conceptualized style.I love to tell a story and speak through my concepts. It’s always

on mind when I’m doing my lighting, expressions, post directions etc.

There was a time my style was criticized because many didn’t like the dark aspect. It took about five years for people to really accept it because it was a foreign concept to Sri Lanka. The good thing is I refused to give up and continued working internationally. I look up to many international photographers and that helped me to grow as an artist, brush up my skills and develop my thought process.

Over the years my work has been appreciated both locally and internationally. The two major international awards I got were definitely because of the unique style and concept I have. Even internationally, conceptualized art has a very niche market. Not everyone can do it and that has given me many opportunities to work with big international names as well.

Personally I believe you can find inspiration from anyone or anything. So I’m not inspired by one thing. Different experiences, like for example, a sunset or meeting new people when I travel, their stories and struggles can all inspire me to create a concept and convey it through my photos. Sometimes I include a little bit of writing with my photography like a poem to give it a bit of context and also because I enjoy it.

You’ve mentioned several times that one of your biggest challenges in the industry was that it was a male dominated one. Any advice to aspiring female designers and photographers who wish to enter the industry?

Well yes, I face it even now. But honestly we have to deal with it. It’s not something we can go out and change because society itself works that way. I think showing up with our talent and work and letting that speak for us (women) is the best way. For aspiring female photographers and designers I want to say this industry is amazing and there are some very kind people in it. You don’t have to scream out to get attention. Because it’s not going to happen that way. As creative individuals and as women we have to work for ourselves to get where we want. Even if it means working twice as hard as any man. And it’s very satisfying when you are finally recognized because you’ve really worked for it. So work hard and be very passionate about what you do and respect yourself and your talent. Hold your head high and do your thing. Let your work speak for you.

What’s next?Any big projects you have lined up for the future or goals you’re working towards achieving?

I’m working on some really interesting projects related to cinema and photography. One thing I learnt last year was not to plan too much for this year. So no massive projects planned but I want to keep exploring different things. I’m also going to launch my new fashion line ‘Mermaidish’. I couldn’t do it last year due to covid and I have plans for some interesting collaborations with a couple of brands and designers. I don’t have any big goals either. I just want things to work out well for me and my loved ones. The goal is to stay healthy and safe this year.

Every photograph by Raffealla is a masterpiece and a reflection of her artistry. Follow Raffealla on Instagram and Facebook to see more of her incredible work. Let her work speak for her.

Batya Peter.